‘Travel with Chinese Films’ campaign held in Hong Kong, Macao to woo global tourists_英语频道_央视网(cctv.com)

A moviegoer talks with a staff worker at a “China Travel with Chinese Films” campaign in the Macao SAR, February 22, 2025.

A campaign aiming to leverage the popularity of recent Chinese blockbusters to boost tourism across China was launched in the Hong Kong and Macao special administrative regions (SAR) on Saturday.

Named “China Travel with Chinese Films,” the campaign was hosted by the China Film Administration and China Media Group (CMG). The campaign aims to develop themed travel routes and attract more overseas tourists to visit China and experience the natural and cultural landscape, thus stimulating their strong interest in Chinese culture and injecting renewed vitality into the inbound tourism market.

On the same day, “Ne Zha 2” – the No.1 film at Chinese Spring Festival box office – was released and topped the opening box office of animated films in the Hong Kong SAR.

During the campaign, prominent travel service companies including China Travel Service (Hong Kong) Limited and Ctrip Group set up booths at cinemas to introduce locations featured in “Ne Zha 2”. They showcased where the movie was filmed and set, introducing a number of special travel routes and plans to attract tourists. The events have aroused strong interest among many moviegoers and visitors who stopped to inquire.

“Ne Zha 2” is more exciting than expected with impressive production technology and character storytelling, said Steven Choi, an American residing in Hong Kong. Admitting the film has sparked his strong interest to visit the Chinese mainland, Choi said he is eagerly looking forward to the trip.

Carlson and Danny, two foreigners residing in the Macao SAR, were impressed by the elements of Chinese culture in the film. Carlson said she could not wait to visit the filming locations and enjoy local delicacies, while Danny planned to visit Sanxingdui Museum to explore the ancient bronzes and get to know China’s rich history and culture.

With the worldwide popularity of Chinese blockbusters, the campaign will be promoted in more countries and regions, drawing more overseas visitors to China. This will not only boost China’s film and tourism industry, but also become a beautiful business card to promote the Chinese culture.

Zhou Yuxi, head of Ctrip Group’s marketing department, said that the “movie + tourism” innovative cooperation model plays a greater role in encouraging delayed consumption like tourism. 

Excellent Chinese films reflect the confidence of Chinese culture, which will attract both domestic and international tourists to understand and love it, Zhou added.

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